Chief Digital Officer

Craig Shields

Craig serves as Vice President of e-Commerce for JTV®, the largest retailer of loose gemstones in the world and one of the top electronic jewelry retailers in the US. He is responsible for the company’s strategic direction of Digital Marketing, Customer Experience and Sales for all digital platforms. Craig joined JTV in 2000 to lead the development of the company’s online presence. Craig is a veteran of the e-commerce industry with 20 years of experience in the Internet and e-commerce space embracing marketing, merchandising, product management and technology. In addition to his role at JTV, Craig is active in several organizations, including, NRF and ERA. Craig also served on client-advisory boards for numerous JTV technology partners as well as the board of directors for the Better Business Bureau of East Tennessee and The University of Tennessee’s Retail and Hospitality program. Craig is a sought-after speaker at industry events, such as and eTail, and is honored to have been featured in several industry publications, such as Internet Retailer, and Forrester Research.

Current Role

  • Company Name: Jewelry Television
  • Job Title: Chief Digital Officer
  • Start Date: March 2022
  • Company Industry: Retail
  • Location: Knoxville, Tennessee, United States

At Jewelry Television® our mission is to open the world of fine jewelry and gemstones to everyone. Whether it’s a special gift, rare gemstone, or fast-paced auction that you’re looking for, Jewelry Television® has it all!


Previous Company:

  • Company Name: Jewelry Television
  • Job Title: Senior Vice President, Digital Strategy
  • Start Date: February 2020